09/15/09

Corn: Evil Filler or Nutritious Additive?
Karen Nichols

corneatingcat

Last week, Skeezix and I visited Iams/Eukanuba’s facilities in Dayton, Ohio. This is one in a series of posts on what I learned.

Every discussion of corn in the cat’s diet starts out something like this: “You have corn on the cob for dinner, and the next morning, if you care to peek, you’ll note it has been expelled from your digestive tract wholly intact. Thus, it’s only a cheap nutrition-free filler in pet food.”

When it came to discussing the nutritional value and makeup of Iams and Eukanuba foods last week, the word on the tip of everyone’s tongue was CORN, spoken with the same derision as one might say “cyanide” or “rat poison.”

At the earliest opportunity, I asked Dr Maury Docton, DVM (right), the Technical Services Vet at Iams/Eukanuba, what role corn plays in the composition of their foods, and whether the new grain-free diets are a better bet for our pets.

We were in for an episode of Mythbusters.

There’s been a lot of recent press about grain-free diets, with corn, wheat and rice portrayed in a negative light.

According to Dr Maury the most common myths include:

  • Corn is not digestible
  • Corn causes allergies
  • Cats don’t have the ability to digest grains

Dr Maury explained that corn is a nutritionally superior grain because it provides a highly available source of complex carbohydrates and substantial amounts of essential amino acids and fatty acids, providing more of the nutritional building blocks the pet needs for repair and maintenance of its body. And, corn minimizes blood glucose response to help maintain a healthy weight and blood sugar level.

To access the nutritional part of corn, you have to remove its outer hull and produce ground corn meal which is highly digestible. Although there are individual variations, once the hull is removed, ground corn is less than 2% fiber; therefore 98% digestible by your cat. Being 98% digestible means that more of the nutrition stays inside your cat, and less ends up in the litter box.

The only part of an ingredient that can trigger an allergy is the protein portion of that ingredient. Unless corn is used as a protein, in its gluten form, it is very unlikely to trigger an allergic reaction — corn meal contains less than 8% protein. Beef, dairy and fish account for most reported food related allergies in cats. Of food ingredients reported in veterinary medical literature to cause adverse reactions in cats, corn was at the bottom of the list, just above egg*.

table

The trend to replace grains with fruit and vegetables for the same carbohydrate function is well-meaning, but as yet there is little research documentation to prove how they will affect the energy level and glycemic response of the cat. Although you won’t see cats in the wild chowing down corn on the cob, they do consume a diet of up to 10% carbohydrates, which they get from the stomach contents of their prey.

Bottom line: When processed correctly, corn is an excellent source of complex carbohydrates, as proven by data that Iams has collected during 50 years of research. Although cats are obligate carnivores, most do need a small percentage of complex carbohydrates in their diets for energy, and they will get that from a correctly balanced diet.

In rare cases, corn may cause an allergic response, but if your cat eats a food that contains corn and develops an allergic reaction, it’s far more likely due to beef, dairy or fish.

Like humans, some cats may need to be on low-carb diets, in which case your vet can recommend the best food for your cat’s needs.

In the interest of full disclosure, this trip was fully paid for by Iams/Eukanuba. I’ve fed my cats Eukanuba for nearly 20 years, and the only cat of mine with digestive issues is the one who won’t eat the Eukanuba, but sticks to an all-meat Catkins diet.

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* source: Advances in Small Animal Medicine and Surgery, Vol 5, Issue 9, 2002.

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07/24/09

Purina Creates a New Pet Food Niche
Karen Nichols

Rocki, a cat who lives in the Nestlé Purina learning center, relaxes in the "front room" of the test home. The company recently launched its Fancy Feast Appetizers for cats brand. (Christian Gooden/P-D)

Rocki, a cat who lives in the Nestlé Purina learning center, relaxes in the “front room” of the test home. The company recently launched its Fancy Feast Appetizers for cats brand. (Christian Gooden/P-D)

Ever wonder what goes on behind the scenes in the top secret development of new cat food and treat products? Take a look:

JULY 15, 2009
By Todd C. Frankel
ST. LOUIS POST-DISPATCH
07/20/2009

ST. LOUIS — Secrecy was a must. Inside Nestlé Purina Petcare headquarters, they used a code name: Project Trident. Plans were afoot to shake up the $17 billion U.S. pet food industry. The goal was a new cat food. Not a meal. Not a treat.

“A game-changer,” said Vincent Biroscak, senior brand manager for Fancy Feast. “A paradigm-shifter.”

A team of 40 at Purina worked 3½ years to develop this new product, shape it, fine-tune it. They spent hundreds of hours on research and design. When a select group of St. Louis area cat owners last year tested the product at home, they were forced to sign nondisclosure agreements.

And then, late last month, the new product quietly began to appear on store shelves nationwide.

Fancy Feast Appetizers for cats.

An appetizer? For cats? In the worst recession since the Great Depression?

The name might inspire laughter, but Purina has high hopes for what it describes as the company’s biggest new product launch this year, supported by a national ad campaign beginning next month.

“I think it’s a fantastic idea, and I’m a little bit jaded about pet products,” said David Lummis, a New Orleans-based pet market analyst for market research publisher Packaged Facts.

How Purina dreamed up cat appetizers — a product born of trends affecting both humans and pets — illustrates the high stakes and big bucks in the fiercely competitive world of pet food.

Pet food sales so far have proved to be recession-resistant, growing 5.5 percent last year from 2007. The U.S. pet cat population is growing too, to an estimated 83 million (67 million for dogs). But pet food has traditionally been sold in just three categories: dry food, wet food and treats. Purina is betting on something new. The question is whether Fancy Feast Appetizers can find an opening in an already crowded field of feeding options.

‘MAGIC MOMENTS’

One recent day at Purina’s downtown campus, Biroscak sat at an island in what resembled a modern suburban kitchen, with its stainless steel appliances and faux-marble countertops. The kitchen is part of Purina’s Learning Center, a mock house used to study how consumers interact with kitty litter and pet foods. The house, wired for video and sound, also has a fake-grass lawn with a fake tree and a garage holding the back half of a minivan. Two cats, Rocki and Ava, live there full time.

“We really study every single aspect of the experience,” said Kaite Flamm, a senior account executive with Purina, standing in the kitchen with Biroscak.

Studying customers also means in-home interviews and focus groups, where the idea for appetizers surfaced in early 2006.

“We really want to understand the relationship with the cat,” Biroscak said.

They heard people say they wish their cats ate more real chicken and fish. Some talked about opening cans of tuna for their cats. Others talked about wanting a way to acknowledge “magic moments” — like a cat’s unexpected nuzzle.

“They were telling us, ‘Treats are nice, but we want something that is not quite a meal, but something to celebrate these magic moments,’” Biroscak said.

“One woman said she had a bowl of ice cream at night. ‘I want something for my cat to enjoy at the same time,’” recalled Flamm.

Biroscak added, “Consumer insights are like gold nuggets.”

But Purina executives were unsure how to turn those nuggets into a product.

LIKE HAUTE CUISINE

Fancy Feast is marketed as a gourmet, premium brand — from its silver chinchilla Persian cat mascot to the crystal serving dish seen in ads. The brand offers haute cuisine-worthy titles such as “Shredded Wild Salmon Fare in a Savory Broth with Garden Greens.”

Consumers who buy Fancy Feast are considered to be highly devoted to their cats. In the pet industry, they are called “pet parents.” Pets are part of the family.

As the line between pet and owner has blurred, the differences between their foods have faded, too. (Although that can go too far. One failed concept — not created by Purina — was a pet food that could be shared in a bowl by people and dogs.)

In early 2007, still unsure of what to name its nascent concept, Purina hosted a focus group in St. Louis. Project Trident — named for the three-pronged fishing spear because Purina, at this point, believed its new product would feature only seafood — was under way. Six consumers were given a description: pure seafood for cats, but not a full meal. They discussed ways to express the concept, to describe it.

Someone said, “An appetizer.”

Biroscak was struck as he watched the focus group from behind a one-way mirror.

“That was a ‘wow’ moment for us,” he recalled.

It seemed like a perfect fit. People have a positive connection to the word “appetizer,” Biroscak said. A sense of excitement. Appetizers taste good. And they have been growing in popularity, from tapas restaurants to boxed appetizers sold in supermarket freezer cases. There is an emotional attachment, too, a sense of celebration with appetizers.

Still, Purina considered other names, sifting through dozens, including “Pure d’oeuvres” and “Premium Portions.”

They played with portion sizes. The product started out at 3 ounces, the same size as Fancy Feast meals. “Consumers told us that’s too big. Why is it the same size as my main meal?” Biroscak said.

They shifted down to 2.75 ounces and finally, 2.

Packaging prototypes were refined. The appetizers come in oval tubs of clear plastic “because there is something about the oval shape that reminded people of people food,” Biroscak said. And the cardboard sleeve covering the tub was recut from straight sides to S-shaped “to convey a certain feeling,” he said.

The ad campaign will play on the festive aspect of appetizers, with the tag line “Celebrate the Moment.”

Marketing and pet industry experts sounded impressed by the concept.

“Purina is taking advantage of consumer insights that they want to pamper their pets, spoil their pets,” said Kim Whitler, a former marketing vice president at PetSmart. “Strategically, it’s interesting.”

Mike Lewis, assistant marketing professor at Washington University, said it seemed like a natural extension of the humanization of pet food, such as dog treats that are shaped like sausages or steaks. “I can see this product showing up in our house,” said Lewis, who has a cat named Axl.

TENDER TONGOL TUNA

In the Purina kitchen, Flamm peeled back the cover on a sea bass and shrimp appetizer. She delicately poured it onto a plate and set it on the kitchen island. Biroscak picked up the single, tiny shrimp.

“That shrimp, that is quality,” he said. “This is something that you and I can eat up.”

But will cats?

Purina’s in-house testing drew rave reviews for the appetizer’s eight varieties, which include “tender Tongol tuna,” “white meat chicken” and “steamed Tilapia.” Inklings of consumer reaction are just beginning to trickle in over the Internet. Kelly Hoffman of Reading, Pa., who runs a blog from the point of view (and in the voice) of her cat, Boris, wrote: “oh dis, dis iz nummy … oh yeah.”

And Laurie Ruettimann, who lives in Raleigh, N.C., wrote about her experience: “… OMG I am loved by five fat kitties.”

Reached by phone, Ruettimann said she stumbled upon the product during a recent trip to Target. She was unsure exactly what it was. A meal? A snack? She bought it, though.

“It means my cats eat better than most people in the United States and in developing countries,” she said, jokingly. “But I have no problem spoiling my cats.”


Have you tried the new Fancy Feast appetizers, yet? Thumbs-up or thumbs-down?

[LINK/PHOTO: St Louis Post-Dispatch]

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07/02/09

Here’s One to Read over Breakfast…
Karen Nichols

The Department of Biological Sciences at Brock University in Ontario, Canada has successfully refined a methodology to allow for a HUMAN TASTE PANEL to profile the flavor and texture of cat food products (CFP) and their component parts.

Using these techniques, 18 flavor attributes and four texture dimensions were generated to describe the sensations elicited by 13 commercial pet food samples.

The flavor attributes included:

  • sweet
  • sour/acid
  • tuna
  • herbal
  • spicy
  • soy
  • salty
  • cereal
  • caramel
  • chicken
  • methionine (this is a flavor attribute??)
  • vegetable
  • offaly (and I don’t think they mean the county in Ireland)
  • meaty
  • burnt flavor
  • prawn
  • rancid (yum!)
  • bitter

Textures included hardness, chewiness, grittiness and viscosity.

They report that it is “now necessary to determine the usefulness and limits of sensory data gathered from human panels in describing and predicting food acceptance and preference behaviors in cats.”

This reminds me of the old joke asking why no cat food company makes mouse-flavored cat food.

I know that cat food is marketed to appeal to the owner’s taste buds, but how about some truth in reporting? I wanna know which cat foods ranked high on the rancid-burnt-offaly taste-o-meter so that I can steer clear of them.

And I’d like to know how much those poor cat food tasters get paid!


[PHOTO: Independent.co.uk]

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10/14/08

Cats Help Owners Detect and Fight Cancer
Karen Nichols

Purina Thinks Pink for the CureRoaming the Pet Food aisle at my local Safeway last week, I was attracted to a bright pink bag of Purina Cat Chow. Going to their website, I learned that this month, Purina has donated $275,000 to Susan G. Komen for The Cure®. Thank you, Purina, for thinking pink this October for Breast Cancer Awareness Month!

Michael Joergensen, Cat Chow’s brand manager says, “At Purina we believe in the unique and wonderful connection between cats and people. Enabling consumers and their pets to support such an important cause is a great way to spread awareness and inspire even more people to become involved.”

In particular, cancer patients report that pets provide essential support while they are battling the disease. Cancer survivor Dr. Janet Jackson, Cat Chow Mentor and Vice President & Director of Nutrition Research, says, “A few years ago, my cats were an enormous source of comfort to me during my breast cancer treatment. All three of them seemed to know exactly how to protect and comfort me at all times, from the soothing calming effect of their purring to keeping me company during restless nights. They could sense the difficult time I was going through, and I will never forget how much they helped me through it.”

Purina’s Cat Chow site serves up reader-submitted stories of the integral role cats have played in helping their guardians fight — and survive — breast cancer. Melissa’s story about Misty was one of the most amazing I read:

Every night Misty would come up pull my arm over and lay so that I cradle her like a baby. In January of 2004 Misty would come up her regular time, but instead of laying and going to sleep she would bite my left breast on the left side. From the time we got her she never did that before. I would tell her to stop it and pull her away, but she would go back and keep biting it.

On February 14th I had a mammogram and the radiologist told me that she did not like the look of a growth on my left breast and the left side of the breast. I had it removed and it was cancer. As soon as it was removed Misty stopped biting the breast.

January 2008 she started again biting the breast, this time I did not wait, I called my oncologist, went had a mammogram done and the cancer was back, this time they removed the breast completely, had the treatments, and again she stopped biting the breast. Both times the doctors said I was lucky because it was found early, because of Misty.

Misty is my pride and joy and my guardian angel. When I was going thru the treatments, I would come home from my treatment and lay down, she would always come up and lay next to me, but first she would pull the throw over me, so that I would not get cold. She was such a comfort, my kids tell me I spoil her, but she is entitled to be spoiled because I am here because of her.

We all know what a comfort cats can be. On those days when it seems like everything I touch turns to doo-doo, there’s nothing more comforting than to go home and cuddle up with a furry ball of purr. When I’m sick, they keep watch like guardian angels, and I swear, I feel better just because they’re there. I highly recommend reading these personal stories of feline devotion.

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10/13/08

Meow Mix Presents the Think Like a Cat Sweepstakes
Karen Nichols

Meow Mix SweepstakesLast week, Skeezix interviewed local hero Guido the Italian Kitty who competed in the Meow Mix “Think Like a Cat Game Show,” hosted by Chuck Woolery. We are waiting with our paws ‘n’ fingers crossed to see if he’s declared the winner on November 15th when the show airs on the Game Show Network.

But wait! You can be a Meow Mix winner, too!

Meow Mix is sponsering the Think Like a Cat Sweepstakes, offering dozens of prizes including some great cat toys, a state-of-the-art home theatre system, flatscreen TVs, BLU-RAY DVD players, portable DVD players and Best Buy Gift Cards … Click here to enter.

And, you and your cat can have a ball on the Meow Mix site by watching Think Like a Cat outtakes, testing your kitty knowledge, even getting some great recipes from celebrity chef Cat Cora (I’m gonna try the Spicy Salmon and Nectarine Stir Fry this week!) Or, check out the Think Like a Cat Acatemy — the first school dedicated to “fostering a better understanding between cats and their humans.” Tons of fun: check it out!

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10/01/08

Free Cat Food and Treats!
Karen Nichols

Free Food and Treats!
There’s no such thing as a free lunch… unless you’re a cat! The recent (very popular) 9 Lives free food promotion is over, but if you’re kicking yourself for having missed out, I’ve got quite a few free food and sample offers for you. Even if your cat is not inclined to try new foods (or turns a finicky nose in the air), you can donate the food to your local shelter or rescue group.

Free Iams Cat Food: If you also sign up for the Iams e-Newsletter you can get product coupons and expert pet care advice by email.

Free Flint River Ranch Pet Food: Kind of a funky sign-up process. You add the free sample to your cart and check out — just don’t fill in the credit card info. Flint River Ranch Cat Food is an all-natural food. Also, if you order FRR pet food online, you can get a coupon for free pet ID tags with your first order.

Purina One: Worth clicking through to this site just to see the puppy-kitten cuteness photo on the landing page.

Breeder’s Choice: Here’s the deal: buy one 3.5 lb [or larger] bag, get a free bag of cat food or dog Kookies.

Nutro Rebate Offers: Mail-in rebates of up to $10.

Nutro’s Drawing to win a year’s supply of Nutro Pet Food: Register to win, and you can also sign up for special offers and samples — if you DON’T want to get emails from Nutro, be sure to uncheck the box that appears the form for your name and address info.

Free Samples of Nature’s Variety (Raw Food): Intrigued by the benefits of feeding your pet raw food but not sure they’ll eat it? Here’s you chance to try a free sample.

Free Samples of Pet Greens® Treats – Contains the green nutrition your cat usually gets by eating wheat grass. But no slimy puke puddles to step in afterward.

Free Greenies®: Freebies for both dogs and cats, including Greenies® Brand pill pockets.

Iams Multicat Coupon: Get $3 off.

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Disclaimer: All of these offers were available at the time I published this post but are subject to termination at any time. Some may require that you sign up for an email newsletter or special offer alerts. (I recommend getting a free Yahoo/Gmail/Hotmail email address for your cat for this purpose.) All appear to be from legitimate companies, but I cannot guarantee that this is the case. Always exercise caution when submitting personal information online.
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09/23/08

Make Your Cat a TV star!
Karen Nichols


9 Lives is running a cat video contest. All you need to do is make a video telling about the bond between you and your cat, submit it, and it could be aired on CBS. Go to the 9 Lives site for details.

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